Practice makes perfect with list guidelines

Nearly 10 years after it started the process, the Canadian Marketing Association has finally released its guidelines for the sale, rental or transfer of customer lists and data. The guidelines, which set down on paper best practices for owners of customer...

Nearly 10 years after it started the process, the Canadian Marketing Association has finally released its guidelines for the sale, rental or transfer of customer lists and data.

The guidelines, which set down on paper best practices for owners of customer data, are predicated on the assumption that when marketers make their lists and customer data available to other companies, they accept responsibility for the use of that information. So they’d better make sure any offers being made to their customers are on the level. If the offer looks dodgy – if the advertising claims are outlandish, if the creative is in poor taste, or if the offer requires consumers to pay a service charge in order to claim a ‘prize’, for example – it probably is, say the guidelines, and marketers should exercise caution if they are to protect their customer relationships.

‘Our expectations are that these standards will help list owners and users build and maintain positive relationships with their clients, prospects and business partners,’ Bob Coles, CMA database and list council chairman and senior vice-president of Toronto list management firm Cornerstone, told delegates to the CMA’s annual database and list conference held earlier this month in Toronto.

The guidelines, articulated in a 14-page booklet titled ‘Guidelines for List and Data Transfer Practices’, also cover the technicalities of list and data transactions, setting out procedures for the proper identification of all parties, limitations on use of the data, method of payment, and how the data is to be used.

The main goal of the document is to maintain consumer confidence in the industry, says CMA president and CEO John Gustavson.

‘It is important that marketers have guidelines that help protect and preserve the value and integrity of their lists and data, while at the same time protecting the privacy of their customers,’ says Gustavson. When the CMA first discussed creating the guidelines 10 years ago, he notes, list rentals had no standards.

‘We had to bring some order to the chaos, if I can put it that way,’ he says. ‘Most list managers and brokers act very responsibly, but as our industry grows, more and more people are getting involved and expectations and obligations become somewhat different. We needed a set of best practices, and think now we’ve got a pretty good template.’

Database and list industry leaders within the CMA’s membership developed the guidelines, which adhere to the organization’s code of ethics, says Gustavson.

‘These guidelines will help marketers sort out contracts with list owners and review campaign history,’ says Clay Greene, manager of client knowledge analytics with the Royal Bank of Canada. ‘There is a lot of neat stuff in here.’

Sidebar: CMA list council chair steps down: Bob Coles hands reins to Cathy Preston

Bob Coles is retiring as the chairman of the Canadian Marketing Association’s database and list council.

The announcement came as Coles and CMA chairman John Gustavson released the long-awaited, years-in-the-making list and data transfer guidelines earlier this month in Toronto. Coles officially steps down in June.

‘He’s totally worn out,’ joked Gustavson in introducing Coles at the recent CMA list conference.

Replacing him is Cathy Preston, CMA board member and managing partner of Toronto-based marketing agency the Mosaic Group. Her appointment goes into effect on June 1.

Coles remains active, of course, as senior vice-president of Cornerstone’s list brokerage. DE

Zulu grows its team and makes a slate of promotions

A director of interactive production for Zulubot is among dozens of new faces and roles at the agency, in response to recent wins.
Zulu Alpha Kilo_New Zuligans

Toronto indie shop Zulu Alpha Kilo had made several new hires and promotions on the heels of new business and also organic growth from existing clients.

Zulu could not officially announce the account wins at this time.

However, it can report that Ece Inan, most recently at Toronto design and tech shop Array of Stars, has been named the agency’s new director of interactive production for Zulubot, the agency’s production arm. In the new role, Inan will lead AR, VR, voice and other digital innovation projects.

Also on the production side, James Graham, who has spent the last 17 years with Grip, has joined the agency as its studio director.

Zulu has also made numerous additions on the client services side, led by Michael Brathwaite, also from Grip, as account director.

It’s also announced a spate of new account supervisors, including Hayley Blackmore (from G Adventures), Risa Kastelic (from BT/A), Kara Oddi (also from BT/A), Emily Anzarouth (also from Grip), Chris Rosario (from FCB/Six) and Sarah Shiff (from Rethink).

In addition to the new hires (pictured above), the agency has also announced several promotions: Alyssa Guttman moves from account director to group account director, while Nina Bhayana, Michelle Fournier, Jenn Gaidola-Sobral and Erin McManus have all been promoted to account director, and Haley Holm to account supervisor. On the strategy team, strategists Carly Miller and Spencer MacEachern have both been promoted to strategy director, while Shaunagh Farrelly, who has been with Zulu for two years in a client service role, moves into a new role as a digital strategist.

In December, the shop also announced that Stephanie Yung would be returning to the agency after a stint in New York as its head of design. Recent wins the agency has been able to announce including work as AOR for the Ottawa Senators, as well as a new arrangement with existing client Consonant Skincare, setting up an in-house team to support growth after taking an equity stake in the company.

Zulu president Mike Sutton says it’s wonderful, in a new year, to welcome new faces and energy to the team and says the agency is fortunate to have had so many people across the agency step up to support its clients.

“Simply put, they were rock stars, and the promotions are very well deserved,” Sutton says.